Canon frames 'Your Second Shot' campaign to boost PowerShot cameras

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Canon USA has launched an integrated campaign, “Your Second Shot,” to boost sales of its PowerShot digital cameras. The effort includes a sweepstakes, television, print and online elements.

Canon worked with Dentsu, its advertising agency of record for the PowerShot brand, on the initiative.

Michelle Fernandez, senior manager of camera marketing at Canon, said the company's goal is to drive consumers to the microsite, as well as to educate them about the Canon HS System, a technology used to enhance image quality in low light situations without the need for a flash.

“[We want] to increase awareness and appeal of the HS System,” she said. “We want to showcase true consumer benefit and deliver on the promise of a good shot.”

The company created a microsite and placed banner ads on various technology and consumer websites. Print ads will appear in Parents magazine as well as Teen Vogue.

The sweepstakes asks consumers to upload stories and photos to the microsite about a memorable moment that lost due to poor image quality. Canon is giving winners the opportunity to recreate those moments, or to inspire the next Canon commercial.

The campaign highlights a real-life young couple who traveled to Barcelona to take a photograph at the café where the woman's parents first met. The photo they took didn't come through, so Canon is sending them back to Barcelona to recreate it with a PowerShot digital camera.

The sweepstakes, which will run from October 4 to October 31, will give entrants a chance to win a PowerShot camera each week.

Consumers can also opt in for future promotional e-mails, said Fernandez. The microsite asks consumers to disclose their first and last names and e-mail addresses when uploading content.

The target demographic is 18-to-49 year-olds, with the campaign casting a wide net with stories that would appeal to anyone, said Fernandez.

Canon will measure the number of click-throughs on its banner ads, the length of time consumers spend on the microsite, the amount of interest generated by the contest and the sweepstakes, as well as sales generated, she said.

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